Análise comparativa de avaliação em press releases e notícias

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

This dissertation aims at analyzing evaluation in the business language. Evaluation is an aspect of language related to interaction, being a field of studies that may bring a significant contribution to business since companies are entities that depend on communication systems to construct alliances both between their internal elements and with external individuals and institutions. The linguistic analysis herein is based on the theoretical framework of the Systemic-Functional Linguistics (SFL) that provides us with a detailed description on how the ideational and interpersonal resources of language described by Halliday (1978, 1994) may be used with evaluative purposes in different genres based on Evaluation and Appraisal studies. Differently from other SFL-based analysis of evaluation, this research makes a corpus-based comparative analysis between press releases from two Brazilian telecommunication companies and news stories published by an online newspaper about the same topics, discussing the explicit and implicit evaluations embodied in these texts and the values involved on them at the light of the context. The analysis has shown four major groups of differences between Press Releases and News: Press Releases tend to assign positive evaluations to the benefits to the customer, the capacity of the company itself, their capacity improvements and positive results. On the other hand, the News tends to exclude such positive evaluations and include information on product‟s constraints and company‟s internal problems. The results also revealed that the companies and the newspaper use similar sets of values in their evaluations, even when expressing different points-of-view. Therefore, it is expected that the analysis herein provide resources to enable companies to communicate better with their different audiences and to the education of critical readers enabled to identify the values underlying the linguistic choices of the texts

ASSUNTO(S)

análise comparativa notícias comunicacao empresarial press releases linguistica aplicada analise linguistica comparative analysis appraisal evaluation linguagem empresarial comunicados a imprensa noticias avaliação

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